TED2012
Nancy Lublin: Texting that saves lives
Nensi Lublin (Nancy Lublin): Slanje poruka koje spasava živote
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Kada je Nensi Lublin počela da šalje poruke tinejdžerima da bi pomogla svojoj organizaciji za odbranu društvenih prava, ono što je otkrila bilo je šokantno -- počeli su da joj šalju poruke o svojim problemima, od maltretiranja do depresije i zlostavljanja. Zato je pokrenula kriznu SMS liniju samo za poruke, a rezultati bi mogli biti mnogo značajniji nego što je očekivala.
Nancy Lublin - Activist
As the CEO and Founder of Crisis Text Line, Nancy Lublin is using technology and data to help save lives. Full bio
As the CEO and Founder of Crisis Text Line, Nancy Lublin is using technology and data to help save lives. Full bio
Double-click the English transcript below to play the video.
00:18
To most of you, this is a device
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Za većinu vas, ovo je uređaj
00:19
to buy, sell, play games,
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koji treba kupiti, prodati, igrati igrice,
00:22
watch videos.
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gledati klipove.
00:24
I think it might be a lifeline.
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Mislim da može biti spasonosan.
00:26
I think actually it might be able to save more lives
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Mislim da bi zaista mogao da spasi više zivota
00:29
than penicillin.
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od penicilina.
00:30
Texting:
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Slanje poruka:
00:32
I know I say texting and a lot of you think sexting,
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ja kažem slanje poruka, a većina vas
misli na slanje seksualnih poruka,
misli na slanje seksualnih poruka,
00:35
a lot of you think about the lewd photos that you see --
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većina vas misli na razvratne slike koje vidite --
00:38
hopefully not your kids sending to somebody else --
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nadam se da nisu vaša deca ta
koja ih šalju nekom drugom --
koja ih šalju nekom drugom --
00:41
or trying to translate the abbreviations
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ili pokušava da prevede skraćenicu
00:42
LOL, LMAO, HMU.
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LOL, LMAO, HMU.
00:45
I can help you with those later.
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Sa ovim vam mogu pomoći kasnije.
00:47
But the parents in the room
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Ali roditelji u sobi
00:49
know that texting is actually
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znaju da je slanje poruka zapravo
00:51
the best way to communicate with your kids.
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najbolji način da komuniciraju sa svojom decom.
00:53
It might be the only way to communicate with your kids.
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Može biti i jedini način da komuniciraju sa svojom decom.
00:56
(Laughter)
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(Smeh)
00:58
The average teenager sends 3,339 text messages a month,
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Prosečan tinejdžer pošalje 3 339
tekstualnih poruka mesečno,
tekstualnih poruka mesečno,
01:03
unless she's a girl, then it's closer to 4,000.
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sem ako nije devojka, tada je približno 4 000.
01:06
And the secret is she opens every single one.
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A tajna je da ona otvori svaku od njih.
01:10
Texting has a 100 percent open rate.
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Slanje poruka ima stopostotni procenat otvaranja.
01:13
Now the parents are really alarmed.
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Sada su roditelji stvarno zabrinuti.
01:15
It's a 100 percent open rate
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To je stopostotni procenat otvaranja
01:17
even if she doesn't respond to you
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čak i ako vam ona ne odgovori
01:18
when you ask her when she's coming home for dinner.
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kada je pitate da li dolazi kući na večeru.
01:20
I promise she read that text.
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Tvrdim vam da ona pročita tu poruku.
01:22
And this isn't some suburban iPhone-using teen phenomenon.
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To nije neki prigradski tinejdžerski
fenomen korišćenja iPhonea.
fenomen korišćenja iPhonea.
01:28
Texting actually overindexes
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Kucanje poruka zapravo prekoračuje
01:29
for minority and urban youth.
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kod manjine i urbane omladine.
01:31
I know this because at DoSomething.org,
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Znam ovo jer u DoSomething.org,
01:34
which is the largest organization
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što je najveća organizacija
01:36
for teenagers and social change in America,
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za tinejdžere i socijalne promene u Americi,
01:39
about six months ago we pivoted
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pre oko 6 meseci smo se skoncentrisali
01:40
and started focusing on text messaging.
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i fokusirali na tekstualne poruke.
01:42
We're now texting out to about 200,000 kids a week
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Sada šaljemo oko 200 000 poruka
mladima nedeljno
mladima nedeljno
01:46
about doing our campaigns to make their schools more green
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o radu na našim kampanjama koje
njihove škole čine zelenijim
njihove škole čine zelenijim
01:49
or to work on homeless issues and things like that.
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ili o pitanjima beskućnika i sličnim stvarima.
01:52
We're finding it 11 times more powerful than email.
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Nalazimo da je ovaj način oko 11 puta
delotvorniji nego e-mail.
delotvorniji nego e-mail.
01:55
We've also found an unintended consequence.
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Takođe nailazimo na nenamerne posledice.
02:01
We've been getting text messages back like these.
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Dobijamo povratne poruke kao ove.
02:04
"I don't want to go to school today.
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"Ne želim da idem u školu danas.
02:08
The boys call me faggot."
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Dečaci me zovu peder."
02:10
"I was cutting, my parents found out,
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"Sekla sam se, moji roditelji su otkrili,
02:14
and so I stopped.
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pa sam prestala.
02:16
But I just started again an hour ago."
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Ali sam opet počela pre sat vremena."
02:18
Or, "He won't stop raping me.
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Ili: "On ne prestaje da me siluje.
02:21
He told me not to tell anyone.
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Rekao mi je da ne kažem nikome.
02:23
It's my dad. Are you there?"
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to je moj otac. Jeste li tu?"
02:26
That last one's an actual text message that we received.
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Poslednju poruku smo zaista primili.
02:29
And yeah, we're there.
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I da, tu smo.
02:32
I will not forget the day we got that text message.
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Neću zaboraviti dan kada smo primili tu poruku.
02:34
And so it was that day that we decided
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To je bio dan kada smo rešili
02:36
we needed to build a crisis text hotline.
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da moramo da napravimo kriznu SMS liniju.
02:40
Because this isn't what we do.
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Jer to nije ono što mi radimo.
02:41
We do social change.
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Mi stvaramo društvene promene.
02:42
Kids are just sending us these text messages
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Deca nam šalju ove poruke
02:44
because texting is so familiar and comfortable to them
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jer im je slanje poruka tako blisko i zgodno,
02:47
and there's nowhere else to turn
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a nemaju nikom drugom da se obrate,
02:49
that they're sending them to us.
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pa ih šalju nama.
02:52
So think about it, a text hotline; it's pretty powerful.
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Razmislite o tome, krizna SMS linija,
prilično je snažno.
prilično je snažno.
02:54
It's fast, it's pretty private.
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Brzo je, prilično privatno.
02:56
No one hears you in a stall, you're just texting quietly.
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Niko vas ne čuje, samo tiho kucate poruku.
02:59
It's real time.
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U realnom vremenu.
03:01
We can help millions of teens with counseling and referrals.
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Možemo pomoći milionima tinejdžera
savetovanjem i upućivanjem.
savetovanjem i upućivanjem.
03:04
That's great.
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To je sjajno.
03:07
But the thing that really makes this awesome is the data.
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Ali ono što je zaista fenomenalno su podaci.
03:11
Because I'm not really comfortable just helping that girl
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Jer mi nije potpuno ugodno samo da pomognem toj devojci
03:14
with counseling and referrals.
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savetima i uputima.
03:15
I want to prevent this shit from happening.
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Želim da sprečim da se ta sranja dešavaju.
03:19
So think about a cop.
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Dakle, razmislite o policajcu.
03:22
There's something in New York City.
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Postoji nešto u Njujorku.
03:24
The police did it. It used to be just guess work, police work.
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Policija je to napraviila. Nekada je to bio
samo nasumični policijski posao.
samo nasumični policijski posao.
03:26
And then they started crime mapping.
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Onda su počeli da mapiraju zločine.
03:30
And so they started following and watching
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Počeli su da prate i nadgledaju
03:31
petty thefts, summonses, all kinds of things --
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sitne krađe, pozive, sve te stvari --
03:34
charting the future essentially.
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praveći suštinske grafikone budućnosti.
03:36
And they found things like,
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Pronašli su stvari kao na primer,
03:39
when you see crystal meth on the street,
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kada vidite kristalni met na ulici,
03:40
if you add police presence,
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ako dodate prisustvo policije,
03:42
you can curb the otherwise inevitable spate
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možete da obuzdate inače neizbežnu bujicu
03:45
of assaults and robberies that would happen.
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napada i pljački koje bi se inače dogodile.
03:49
In fact, the year after
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Zapravo, godinu dana pošto
03:50
the NYPD put CompStat in place,
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je njujorška policija pokrenula CompStat,
03:53
the murder rate fell 60 percent.
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stopa ubistava je pala za 60 posto.
03:56
So think about the data from a crisis text line.
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Pomislite na podatke krizne SMS linije.
04:00
There is no census on bullying and dating abuse
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Nema popisivanja maltretiranja
ili zlostavljanja u vezama
ili zlostavljanja u vezama
04:04
and eating disorders and cutting and rape --
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i poremećaja u ishrani i sečenja i silovanja --
04:07
no census.
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nema popisivanja.
04:08
Maybe there's some studies, some longitudinal studies,
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Možda postoje neke studije, neke longitudinalne studije,
04:11
that cost lots of money and took lots of time.
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koje mnogo koštaju i oduzimaju mnogo vremena.
04:13
Or maybe there's some anecdotal evidence.
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Možda postoji neki dokaz u vidu anegdote.
04:16
Imagine having real time data
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Zamislite da imate podatke u realnom vremenu
04:19
on every one of those issues.
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o svakom od ovih problema.
04:20
You could inform legislation.
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Možete da obavestite zakonodavstvo.
04:22
You could inform school policy.
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Možete da obavestite politiku školstva.
04:24
You could say to a principal,
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Možete reći direktoru:
04:26
"You're having a problem every Thursday at three o'clock.
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"Imate problem svakog četvrtka u 3 sata.
04:29
What's going on in your school?"
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Šta se dešava u vašoj školi?"
04:31
You could see the immediate impact of legislation
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Možete videti neposredan uticaj zakonodavstva
04:33
or a hateful speech that somebody gives in a school assembly
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ili govor pun mržnje koji neko
održava na školskom okupljanju
održava na školskom okupljanju
04:36
and see what happens as a result.
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i videti koji rezultat imate.
04:39
This is really, to me,
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Ovo je za mene,
04:41
the power of texting and the power of data.
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moć slanja poruka i moć podataka.
04:44
Because while people are talking about data,
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Jer dok god ljudi pričaju o podacima,
04:46
making it possible for Facebook
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omogućavajući da Facebook
04:48
to mine my friend from the third grade,
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iskopa mog prijatelja iz trećeg razreda,
04:50
or Target to know when it's time for me to buy more diapers,
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ili da Target zna kada je vreme
da kupim još pelena
da kupim još pelena
04:53
or some dude to build a better baseball team,
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ili da neki lik napravi bolji bejzbol tim,
04:56
I'm actually really excited about the power of data and the power of texting
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zaista sam uzbuđena zbog moći podataka
i moći slanja poruka
i moći slanja poruka
05:01
to help that kid go to school,
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koje mogu da pomognu tom detetu da ode u školu,
05:03
to help that girl stop cutting in the bathroom
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da pomognu toj devojci da prestane da se seče u kupatilu
05:06
and absolutely to help that girl whose father's raping her.
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i apsolutno da pomognu toj devojci koju otac siluje.
05:09
Thank you.
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Hvala vam.
05:12
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
Nancy Lublin - ActivistAs the CEO and Founder of Crisis Text Line, Nancy Lublin is using technology and data to help save lives.
Why you should listen
Nancy Lublin is Founder and CEO of Crisis Text Line, the nations first free, 24/7 text line for people in crisis. To date, almost 10 million text messages have come through the text line.
Nancy recently left her post as CEO of DoSomething.org, one of the largest global organizations for young people and social change. Previously, she founded Dress for Success, the organization that helps women transition from welfare to work.
Nancy Lublin | Speaker | TED.com